An advertisement will be a good one - that is if the headline is really a "stopper."

A long headline that really says something is more effective than a brief heading that says nothing.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

If the headline is a good one, it is a relatively simple matter to write the copy.